24/25 Winter Experiments
I set out to run 12 experiments in 3 months to lift conversions by +30%. I delivered 18, driving a +65% increase. This contributed to 64% year-on-year revenue growth (the company’s first positive result for that period) while I also led hiring and key projects during peak season.
Snow Score
Result
+6.54% (increase in conversion)
Hypothesis
Last-minute holidaymakers, booking within two weeks, choose destinations with guaranteed snow quality
Based on
Sales Team insights from years of customer conversations
Mobile Hero
Result
+12.59% (increase in conversion)
Hypothesis
The homepage doesn’t reflect the brand. The content fails CCA checks, and the layout feels garish, with the logo overwhelming the view.
Styling the homepage input field to look more like a text box will encourage customers to open the search.
Based on
Failure to pass 'Colour Colour Accessibility' guidance
50% mobile bounce rate on homepage
Reviewing customer behaviour through Microsoft Clarity sessions
Mobile search
Result
+10.04% (increase in conversion)
Hypothesis
Customers struggle with the initial choice between “I know where I want to go” and “I need help finding a resort.” The text is dense, the outcomes are unclear, and they’re unsure what each option leads to.
Many don’t know which destinations Heidi offers. This creates hesitation for those typing in the destination dropdown, unsure if their choice is available. It also discourages exploratory customers from searching at all.
Based on
Customers spending a lot of time on the screen (inferred) reading the content
Customers moving in and out of each route to understand what each route offers
Two grouped ‘search’ mental models:
38% – Specific
62% – Explorative
Live data:
31.6% - mobile conversion from home page to begin_checkout
7,300 - mobile homepage visitors per day
5% - minimum detectable effect - 30.0% to 33.2%
Last search
Result
+15.97% (increase in conversion)
Hypothesis
Customers switch between sites while researching, but only see a vague “jump back in” link with no clear destination.
Based on
When Yieldify (our previous third-party developer) implemented the “Jump back in” feature there was a CVR of +5.4%
reflection
Clear goals, structured design thinking, and fast iteration made this a standout project. I’d start earlier next season to maximize impact. The CEO’s response: “This turnaround is the best we've had—and it’s thanks to your team.” I've since hired a second designer, moving closer to building the team I aim to lead.